Visit uwm.edu/sce/coronavirus for information about spring 2021.

Building an Integrated Digital Content Strategy

Strategic and focused communication is essential and requires an organized, targeted plan. This course teaches you how to develop a content strategy to effectively connect your business and stakeholder goals with your audiences’ needs, wants and expectations.

This course provides you with a comprehensive overview and the tools to create a content strategy that works for you and your organization.

Key deliverables

You learn how to guide the creation, delivery and governance of useful, usable content. Each participant has the opportunity to develop fundamental materials to help build out content strategy. These include:

Brand Promise Statement
Personality Traits
Persona
Core Content Strategy Statement
Content Audit

This course can be applied to the following certificates:
Digital Marketing Certificate
Managing Digital Content Certificate

Instructor

Julie Travia

Julie Travia is an experienced product content strategy lead with Northwestern Mutual. Julie cultivated her unique perspective over 20 years in the marketing, advertising, community service and health care industries. Her content strategy direction, creative development and consulting roles for ... read more

Who Should Attend

Marketing professionals
Communications professionals
Designers and writers responsible for managing and/or producing an organization’s digital content

Course Outline/Topics

Content strategy – what it is and why you need it
Audience/brand personas
Content inventory/audit – what it is and why it’s important
IA/sitemap/content document templates
Style guide
Business goals

Prerequisites

Professionals in marketing, design, technology, business management and/or relevant field or two or more years of career experience in the same. Beginner to intermediate skills in Microsoft Excel. A solid understanding of marketing concepts.

Notes

This is a blended class with curriculum presented both online and in the classroom. The first day is face-to-face followed by the on-line portion of the class. Program fee includes morning and afternoon refreshments, networking breaks, lunches, instructional material and discounted parking.

Testimonials

"Julie Travia was extremely knowledgeable and I was able to take away a lot of really good content to better my professional career and the organization I work for. I emailed my supervisors with new projects and they were excited to see a return on the investment of paying for me to take the class." — Cassidy Davis, 2016

"I learned a great deal in a short time span. I can put this knowledge to use immediately which is a great benefit. I especially like the online portion, which I can fit into my work day. Thank you, Julie!" — Terri Blair, 2017